Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands
(2019)
Journal Article
This paper synthesises experiential and meaning-based dimensions of loyalty in order to extend the brand loyalty canon. The experientially loyal consumer is defined as one who is sufficiently invested in a brand to find personal symbolic meanings in... Read More about Experiential Brand Loyalty: Towards an Extended Conceptualization of Consumer Allegiance to Brands.